📈N-Day LTV

A pivoted way version of Cohorted Financials such that LTV and CAC can be viewed as a trend over time.

This report represents the typical way that investors like to look at LTV to understand if a business is improving, stagnant or declining in terms of its ability to generate more value out of the customers it acquires since inception.

Definitions

NameTypeDefinition

Days Since First Purchase

Dimension

Calculated as the number calendar days from the date of the first purchase, this dimension defines each series on the chart and each column within the table of this report. Depending on the Cohort Months filter, this report can output Days 0, 30, 45, 60, 90, 180, 360, and 720. Day 0 represents the partial calendar day in which the first purchase occurred. Day 1 and onward represent full calendar days afterwards.

Cohort Months

Dimension

A month range filter that can select the window of time in which a customer made their first purchase.

Cohort Interval

Dimension

Defaulted to Month. Each option groups first-time customers together into cohorts based on the interval selected.

Cohort Size

Metric

The number of customers acquired within the Cohort Interval.

Cumulative Customer Retention

Metric

The number of customers that have made at least one returning purchase by n-day / Cohort Size

Gross LTV

Metric

Cumulative Gross Sales / Cohort Size

Net Sales LTV

Metric

Cumulative Net Sales / Cohort Size

Net Sales = Gross Sales - Discounts - Returns

Net Revenue LTV

Metric

Cumulative Net Revenue / Cohort Size

Net Revenue = Net Sales + Shipping + Taxes

Contribution Profit LTV

Metric

Cumulative Contribution Profit / Cohort Size

Blended CAC

Metric

Direct Ad Spend / Cohort Size

Fully Loaded CAC

Metric

Total Marketing Spend / Cohort Size

Contribution Profit LTV Less Blended CAC

Metric

Contribution Profit LTV - Blended CAC

Contribution Profit LTV Less Fully Loaded CAC

Metric

Contribution Profit LTV - Fully Loaded CAC

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